Marketing techniques used to promote the film

1. Actors - Ryan Reynolds2. Social media3. Posters4. Release date5. Age rating/certificate6. Trailers7. IMAX announcement8. Charity9. Billboards10.Leaked footage

1. Actors - Ryan Reynolds

• Ryan Reynolds is a very well known actor who provided promotional material for the Deadpool film

• Reynolds shot countless pieces of additional content, aggressively advocated for the film on his own social media accounts and took part in numerous promotional events

• Ryan Reynolds has 1.49 million followers on his Twitter account to which he posted lots of tweets regarding the Deadpool film

2. Social media• Instagram: https://www.instagram.com/deadpoolmovie/• Twitter: https://mobile.twitter.com/deadpoolmovie?p=s• Facebook: https://mobile.twitter.com/deadpoolmovie?p=s• This allows Deadpool’s viewers to keep up-to-date with the latest news and

events• It’s like the character Deadpool actually has an Instagram account in which

he provides the same laughs he does in the film• All these aspects of social media are taking over the media and the

marketing campaign• The marketing team behind Deadpool recognised their fan base and

approached them via social channels highlighting the direct, hilarious, original and sometimes offensive characterisation of the Deadpool character

3. Posters• Numerous posters were released and this sparked excitement into the

Deadpool fans and the other members of the audience• The posters raises expectations of the film being a romantic-comedy =

ironic

4. Release date• The UK release date was the 10th of

February 2016 - this date was close the the half term holiday meaning their target audience would be off school/college, and maybe work

• The date was also close to Valentine’s Day which the film used to their advantage and produced posters, billboards and jokes about it being a “love story” or a “romantic film”

• Deadpool actually jokes in the film that it’s a love story!

• This is used as a marketing tool as people would clever and sassy humour, which is everything the character Deadpool is

5. Age rating/certificate• The film is rated a 15 as it has strong language,

sexual scenes, and violence• It’s rated an R in the US (meaning viewers have

to be 17 and older, or accompanied by an adult• It’s rated this as it’s not a typical superhero film

and it appeals to an older, more mature age group

• The Marvel film Deadpool differentiates from the normal superhero films Marvel have produced - this film is aimed at older viewers and it’s not a family-friendly superhero film like the other Marvel superheroes

6. Trailers

• Official trailer no.1: https://www.youtube.com/watch?v=gtTfd6tISfw• Official red band trailer no.2:

https://www.youtube.com/watch?v=OcAlu4S-BvI• The first trailer starts off slow but quickly jumps into humour and action,

whereas the second trailer is a red band trailer (the equivalent of an R rated movie - it means the content is intended for a more mature audience) and it contains crude humour, strong violence and swearing

• They are made in order to make the public be aware of what they should expect from the film and make them curious to see it

7. IMAX announcement• https://www.youtube.com/watch?v=YOHNgnzqQdY• Deadpool starts the announcement by breaking the fourth wall and talks

directly to the audience saying that “bigger is better” when it comes to watching films in IMAX

• The announcement quickly jumps from that to jokes and intense violence• This technique may have been used to get a sense of the humour, the

action, the genre, and the tone of what the film will be like• It’s encouraging the audience to view the film in IMAX, this is also more

expensive than watching it in regular 2d

8. Charity• Testicular cancer awareness:

https://www.youtube.com/watch?v=MDN5mVOCn4w• Breast cancer awareness:

https://www.youtube.com/watch?v=e0T8dLAyT6I• The Deadpool campaign worked alongside a cancer charity and posted two

PSA’s on checking for cancer• Deadpool’s character, Wade Wilson, was diagnosed with cancer• The trailers contain puns and the classic Deadpool humour which turns a

sad situation into one that can make you smile

9. Billboards• This billboard takes advantage of the

holiday Valentine’s Day and uses it as a marketing advantage

• The billboard makes the superhero/action/comedy film seem like a romantic film

• I think this technique has been used to portray a sense of the humour and the jokes in the film Deadpool

• The character in the film actually jokes about the film being a “love story”, it’s ironic and funny and this draws more attention to it

10. Leaked footage• The leaked footage appeared online that showed a CGI version of Deadpool

voiced by Ryan Reynolds• The leaked footage was of Deadpool breaking the fourth wall by talking

directly to the audience• The audience got a direct view of the type of character and the personality

of Deadpool/Wade• The leaked footage caught 20th Century Fox’s attention which caused it to

be green-lit